Marketing Report: An Analysis of Costa Coffee's Strategies and Plans

This report provides a comprehensive analysis of Costa Coffee's marketing strategies. It begins with an introduction to marketing and the importance of a marketing plan, followed by a company overview, including its vision, mission, and objectives. The report then delves into the STP (Segmentation, Targeting, Positioning) analysis, highlighting the target audience for sugar-free cookies. A SWOT analysis is presented to evaluate the company's strengths, weaknesses, opportunities, and threats. The marketing mix (Product, Price, Place, Promotion) is examined, and a detailed marketing budget is provided, including monetary controls. The report concludes by emphasizing the significance of marketing in fostering long-term customer relationships. The report is a student assignment focusing on Costa Coffee's marketing strategies and plans, offering insights into its approach to launching new products and maintaining a competitive edge in the hospitality industry.

HOSPITALITY MARKETING
ESENTIAL

Table of Content
 Introduction
 Roles and responsibility
 Marketing plan
 Company overview
 Vision, mission and Objective
 STP
 SWOT Analysis
 Marketing mix
 Marketing budget
 Monetary and control
 Conclusion
 References

Introduction
 The term marketing refer to the mean by which the company identify,
communicate, connect as well as engage targeted audience in order to
convey the value and deliver goods and services.
 With the emergence of digital media lead to the technology innovation
which has promoted hospitality organization to build long lasting
experience with the customer in order to reach potential market.

Interrelation of roles and responsibilities of marketing functions

Marketing plan
 Marketing plan is the detail presentation or document of business that
outline the tactics and strategies adopted by company for specific
duration.
 It cover various aspects like goal, cost as well as actions steps which
need to be altered by an organization due to the dynamic marketing
trend.
 Many business owner invest particular time on these activities as it
direct the effort of internal management in order to attain the objective
of an organization

Company Overview
 Costa Coffee is the subsidiary of Coco Cola American company which
was earlier acquired by the Whitbread.
 It was founded by Costa family in year 1971, when the company used
to supply roasted coffee beans to the caterers as well as Italian coffee
shops.
 Later on the restaurants of Costa Coffee widespread in different parts of
the country that consist of vending facilities, proper sitting area and
nice ambiance where the guest can relax and avail the food and
beverages services.

Vision and Mission
 The vision of company is to use the sustainable methods in order to
retain the image of company and discover internal insights by offering
long term relationship with customer.
 Mission of company is to cater day to day requirements of the guest
effectively and serve them the services in best possible manner.

Objective
 The main objective to introduce sugar free cookies is to increase the
market share of Costa Coffee by 15% within one year.

STP
 Segmentation: It is the process under which the mass market is
categorized into smaller segmented market based on the preferences of
audience.
 Costa Coffee can use mix strategy that is geographical as well as demo-
graphical in order to spread the awareness for sugar free cookies and
satisfy the need of customers.

Target group
 The main targeted audience of the company for sugar free cookies are
youth and adult that fall under the higher or middle income group.

Positioning
 The company with the help of digital platform can position itself as the
best coffee and snacks seller that offer adequate space to the partner or
group to have specialized sugar free cookies that is specially prepared
for the health conscious audience.

SWOT Analysis
Strength
Costa coffee has always widespread its business to
different parts of the country due to which company
has establish excellent brand image. Being one of the
largest coffee chains can help the company to promote
sugar free cookies effectively.
Opportunity
Strategic alliance as well as use of digital media can
assist the company to reach the potential customer. This
even minimises the competitive pressure on company.
Weakness
Costa coffee is the second largest coffee seller in the
world still its recognition value is low in comparison to
Starbucks. This main reason of this huge gap is because
of less dependency on the advertisement which is
required to heavily attract the customer for existing and
new innovation.
Threat
In various Asian countries such as China and Tea where
most of the people prefer to have tea in comparison
with the coffee. So such indirect competition led to the
low footfall in Costa Coffee that can even after the
market of sugar free cookies.